The pioneers -- The first business reformer : Robert Owen (1771-1858) -- Man with a thousand partners : James Cash Penney (1875-1971) -- The businessman who "cleaned up the world" : William Lever (1851-1925) -- Kisses sweeter than wine : Milton Snavely Hershey (1857-1945) -- Creating an enduring...

Introduction -- "One shekel of your private silver" -- The pirates of Phoenicia -- The reluctant Romans -- An enterprising faith -- Flying money and capitalist monks -- Western Europe and a 'new world' of profit -- Captains of the revolution -- The land of [entrepreneurial] opportunity --...